Luxury’s Learning Curve
The competitive advantage for luxury brands in the age of AI is to embed human learning, as Rosanne Werner argues
In the luxury world, experience is everything – and experience is delivered by people. But as AI rapidly reshapes the guest journey, a quiet shift is happening behind the scenes. Technology is developing faster than the humans expected to wield it. And while digital transformation promises efficiency and personalisation, it also threatens to erode the emotional intelligence and intuitive service that define true luxury.
Luxury isn’t just about what you offer – it’s about how you make people feel. And that emotional depth can’t be programmed. It must be practised.
Which is why the most powerful competitive advantage for luxury brands in 2025 may not be their tech stack, but their learning culture.
Learning: The Undervalued Engine Of Luxury
Despite skyrocketing AI investment, 70-95 per cent of digital transformations fail – not because the technology is flawed, but because brands overlook the human element. The luxury sector is no exception.
Too often, internal training is treated like admin: a quick workshop, a self-paced module, a certificate of completion. But checklists don’t create craftsmanship. Digital tools may assist, but it is humans – sales advisors, concierges, content creators – who bring nuance, memory and emotion to each brand interaction.
At Coca-Cola Europacific Partners, where I led the global Data in Action programme, we reached over 2,000 participants across functions and markets. We didn’t just teach data literacy, we embedded it into behaviours. This wasn’t about tools. It was about transforming culture – developing fluency, confidence and curiosity across teams. The programme won DataIQ’s Best Data Skills Development Programme and an IDC CIO 100 Award for one reason: it changed how people worked.
In luxury, where storytelling, perception and intuition drive loyalty, this approach isn’t just useful – it’s essential.
Luxury Experiences Are Powered By Human Fluency
Research shows that we forget 70 per cent of what we learn within 24 hours if it’s not reinforced. Traditional training – one-off webinars or passive e-learning – simply doesn’t stick.
To build teams who can wield AI with emotional precision, brands must shift from knowledge-sharing to habit-building. That means:
- Micro-learning: Short, spaced lessons built into the rhythm of the day
- Learning by doing: Practising AI-supported client experiences in real scenarios
- Learning with others: Social learning networks that build culture, not compliance
We used this formula at Coca-Cola to transform data into a shared language – and it works just as powerfully in luxury. Whether coaching a team to interpret guest sentiment using AI tools, or training retail associates to blend data insights with human intuition, learning must be grounded in context, emotion and action.
Luxury’s AI dilemma: Progress vs Presence
Luxury brands now find themselves at a tipping point. AI can analyse purchase behaviour, predict preferences and automate touchpoints. But the real question isn’t what AI can do – it’s what it might displace.
As AI capabilities surge, the role of the human becomes even more sacred. We must redesign workflows so that AI enhances – not replaces – the deeply human traits that luxury relies on: empathy, anticipation and attentiveness.
This is where Martec’s Law becomes critical: while technology accelerates exponentially, people and organisations evolve slowly. The widening gap threatens not just transformation efforts, but the essence of brand identity.
Brands that close this gap through intentional learning – through cultural fluency, leadership role-modelling, and peer-led momentum – will be the ones who preserve what makes luxury luxurious.
Case study: Catalysts For Change
In our award-winning transformation programme, we didn’t just train employees – we built a community of Data Catalysts. These individuals became internal champions for change: modelling new behaviours, supporting colleagues and infusing data into daily routines.
Luxury brands could benefit from a similar model. Imagine a cohort of Experience Catalysts – not just digital natives, but emotionally intelligent ambassadors trained to blend AI insights with human storytelling. From hotels to fashion houses, these team members would ensure that technology never dulls the human shine.
The Real ROI Of Learning In Luxury
What is the value of an emotionally resonant moment? Whether it is a concierge remembering your child’s name or a stylist pre-empting a wardrobe shift before the season, these moments feel effortless – but they are rarely accidental. They are the result of deep learning, sharp perception and a culture where emotional intelligence is constantly refined. That’s what a strong learning culture in luxury makes possible.
Luxury has always been defined by detail, refinement and connection. In an AI-driven world, it’s the human mastery behind the scenes – fed by learning, reinforced through culture – that will keep those qualities alive.
Final thought: The Future Of Luxury Is Learned
As AI becomes more integrated into every luxury touchpoint, brands must ask: are we scaling convenience, or are we scaling connection?
To deliver the kind of luxury that moves people, you need more than smart tools. You need smart teams. And smart teams are built through learning cultures that are continuous, collective and deeply human.
Because, ultimately, luxury isn’t about what’s new. It’s about what feels meaningful. And meaning is created – person to person – by those who are supported to grow.
Rosanne Werner, Founder and CEO, XcelerateIQ Limited. Rosanne is an internationally recognised organisational change leader who specialises in empowering workforces with the skills and capabilities to unlock the potential of data, digital, and AI. With over 20 years of expertise, she has guided organisations across various industries through transformative journeys, fostering adaptability to digital change. She successfully led the ‘Data in Action’ Programme, the first Data Mindset Programme at Coca-Cola Europacific Partners. It has been recognised by DataIQ 2023 Awards in the Best Data Skills Development Programme Category, and by IDC Foundry’s CIO 100 Awards. Rosanne also established Coca-Cola Europacific Partner’s Generative AI Masterminds, a global community dedicated to exploring the potential and impact of generative AI within their functions and territories. This initiative facilitated the sharing of insights, best practices and experiences in applying generative AI to various domains and challenges.
Image sources: Youtube, Instagram, Burberry
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